Market Orientation Practices of Multinationals in Lagos, Nigeria

Abstract

This paper reports the survey of the Market orientation Practices of selected Multinational Corporations in Lagos, Nigeria using the opinions of four hundred and forty-two (442) purposively sampled respondents who were highly placed officers and managers in those corporations. This study investigates if Multinational organizations in Lagos attach a reasonable level of importance to the activities of their customers/clients and also examines the degree to which they ensure client/customer relationships within their organizations. The findings reveal that the companies investigated attach a reasonable level of importance to the activities of their customers and clients among many other market orientation practices which has led to improved success in their business operations. The study identifies some major problems faced by these multinationals and suggestions are proffered on how they could be ameliorated.